Cultural Dimensions in International Advertising: A Hofstede-Based Analysis of Italian Brands in Domestic and International Markets

Abstract

Abstract

This study examines how Italian brands adapt video advertisements when entering Eastern European markets, employing Hofstede’s cultural dimensions framework to bridge the gap between theoretical cultural models and their practical application in international advertising. Through a qualitative content analysis of Gucci and Barilla campaigns in Italy and Poland, the research addresses gaps in the existing literature: the underrepresentation of Eastern and Southern European markets in international advertising research that applies Hofstede’s dimensions, and the lack of studies that cover all dimensions together. The analysis employed a three-point scoring system (–1, 0, 1) for each dimension, applied to four video advertising elements: messaging, visual style, characters, and narrative. Findings revealed a hierarchy of cultural dimensions in video advertising representation. Power Distance, Individualism versus Collectivism, and Masculinity versus Femininity frequently proved difficult to convey visually, whereas LongTerm versus Short-Term Orientation and Indulgence versus Restraint demonstrated clearer representation and more successful adaptation across campaigns. Based on these findings, the study proposes a comprehensive tool for international marketing specialists, comprising a cultural profile engine, an AI generation module and a recommendations system, serving as an informed starting point to inspire culturally sensitive creative directions.